The sad truth is that most of that work goes to waste. Overwhelmingly, the majority of shopping carts are abandoned before they reach check out. According to recent research, in March 2020, 88.05% of shopping carts with items do not complete the purchase process.
There are lots of reasons that this happens. For some, it’s about price comparison. Online travel bookers frequently add a holiday package to a shopping cart and then wait for deals to pop up that lower the prices. For others it’s because of last minute changes. In the US, shipping costs and shipping times are two of the top three reasons that digital shoppers abandon their carts.
However, all is not lost! There are plenty of actions you can take to reduce abandonment and convert those items into sales! So, let’s dive into the main reasons that carts are abandoned and see what steps you can take so that it happens to you as infrequently as possible.
- Last minute surprises
Like we mentioned above, shipping costs are a big reason that shopping carts are abandoned at the last minute. There’s nothing worse than spending hours looking for the perfect holiday gift, only to find it and then, when you reach checkout, see that the total cost of purchase is way higher than expected. Unexpectedly long shipping times can also cause cart abandonment -- especially when you’re looking to purchase for a specific occasion like a birthday and the expected arrival is the day after the party.
The best way to solve this is to add a real-time cost counter at the top of the page. Make sure you denote shipping costs separately from the actual cost of the items. Also think about automatically adding a discount code to reduce the shipping costs. Another good idea is to consider adding free, express delivery for high ticket purchases. In any case, make sure that you have express shipping as a delivery option.
- Suboptimal checkout experience
Online customers have come to expect speedy, super convenient online shopping experiences. Giants like Amazon and Ebay have perfected the art of the checkout, so that their customers can finalize their purchases in just a few seconds. While this may be excellent for customers -- and for the retailers who have the resources to streamline the checkout process -- it may be a little more difficult for smaller businesses or those that are just starting out.
Some websites, for example, force their users to create an account to make a purchase when you really just need their email, credit card number and shipping address. Other common mistakes include too many steps, slowly loading pages and websites that are not mobile friendly.
- Just looking
Window shopping isn’t a phenomenon that’s confined to brick-and-mortar retail stores. Many times, online customers are just browsing your wares to pass the time. Perhaps they’re saving the items to buy at a later date, or they may just want to catch up on the newest and latest goods and products that you have on offer. Oftentimes, the super easy process of adding an item to a cart makes it just as easy to abandon that cart. Customers know that they can always come back and quickly fill it up next time they come.
Research shows us that 67% of people report that they engage in digital window shopping. The good news is that 77% of digital window shoppers have made impulse purchases while doing it. The even better news is that there are steps you can take to ease them towards impulse buying.
Strategically timed popups can get the user’s attention just when they’re planning on leaving your website -- and abandoning your cart. These popups can deliver perfectly-timed discounts, bundle offers, and loyalty rewards that can bring your cart back from the edge of the abandonment abyss. You can set up these popups to appear as the user is bringing their mouse towards the X button on your website or if they haven’t left the page in a while.
- Wary of making an online purchase
While many buy online every day, there are still huge chunks of the population that are worried that their financial and personal information is at risk. These concerns only increase when the options to purchase are via newer technologies like digital wallets and in-app purchases.
With news stories of successful hacking attacks and cybersecurity threats a nearly daily occurrence, putting sensitive info online can be scary. You need to offer assurances that you’re taking every possible precaution with your customers’ information. Make sure that your website is making use of the more advanced security measures. SSL certification, which adds the padlock symbol to your URL, is one way of doing just that.
Consolto’s Live Video Chat
Adding live video chat capabilities to your website is another innovative way to reduce cart abandonment on your website. By giving your users a convenient, easy way to reach out to one of your reps, you can prevent surprise endings issues like hidden costs or lengthy shipping times.
Any questions regarding return policy, sizing, alternative colors and more can quickly and efficiently be answered by one of your reps. If a user has been stuck on a page for too long, you can proactively initiate a live video chat call with them to see if they need any help.
With Consolto, you can also proactively reach out to your customers while they’re on your website. By leveraging real-time insights about which pages your customers are lingering on you’ll be able to see who’s about to make a purchase. Kick off live interactions with customers who are on your check out page for more than a few minutes. There’s a good chance that they need some guidance, and your intervention can save a cart from being abandoned.